The Marketing Asset Triangle

Marketing has more data, technology, and accountability than ever before, yet demonstrating its strategic impact remains a challenge. The Marketing Asset Triangle introduces a practical framework for understanding how marketing creates long-term firm value through three interconnected assets: customer value, brand value, and societal value. The book presents a CMO competence map and explores the capabilities required for modern marketing leadership, including causal inference, AI and analytics, customer experience, sustainability, resource allocation, and implementation. By linking marketing decisions to future cash flows, risk, and firm value, this book provides students, managers, educators, and researchers with an integrated framework for creating, managing, and measuring marketing's contribution to business success.